Contextualising social capital in online brand communities
Abstract
Online brand communities (OBC) are growing in number and becoming an increasingly important interface where marketers can effectively facilitate the relationship between their brand and consumers. A qualitative study using a four-month netnography over three OBCs followed by focus groups with OBC members explored the dynamics of social capital in these communities. Findings indicate that social capital is an important driver in the success of...
Paper Details
Title
Contextualising social capital in online brand communities
Published Date
Dec 17, 2018
Journal
Volume
26
Issue
4
Pages
426 - 444
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